BurgerFi is going flexitarian
BurgerFi is adding the Beyond Burger,
a plant-based burger from Beyond Meat, to its menus on July 3 in eight of its 101 stores around the country — Malibu, Calif.; New York City; Poughkeepsie, N.Y.; Philadelphia; Coral Springs, Fla.; Coral Gables, Fla.; and two stores in Delray Beach, Fla.
“It’s not easy to introduce new products, and it’s certainly not easy to introduce new products that don’t have strong public awareness,” said Corey Winograd, the chief executive of BurgerFi. “But there’s a movement beginning where people are looking to have a diet that’s primarily plant-based, and we try to give people what they want.”
The Beyond Burger was introduced to consumers last year at Whole Foods. Made from proteins derived from peas and other plants, the burger has no cholesterol and no saturated fats, but it oozes “grease” on the griddle and “bleeds” beet juice.
Beyond Burgers are available at Veggie Grill, a small West Coast vegetarian chain, but gaining a toehold in a large burger business has long been a goal for Ethan Brown, a founder of Beyond Meat. “This is a really important step out of the plant-focused world and into a place where carnivores are going to go,” Mr. Brown said.
Read the entire article .. New York Times